February 7, 2006

Anheuser-Busch Wins Big on Super Bowl Sunday with Most Popular Ad, Clydesdale Colt
Nationally Representative Research from InsightExpress Reveals Best, Funniest and Most Innovative Commercials

"Humor is a Super Bowl staple, yet viewers chose the more touching Clydesdale Colt ad from Budweiser as their favorite," said Dan Campbell, Group Director for Advertising & Media at InsightExpress. "The poignant Clydesdale spot stood out from the pack, but advertisers were not afraid to be funny this year. The majority took the high road with jokes that appealed to a wide audience." Rounding out the top three best commercials were FedEx's Caveman and Budweiser's Magic Fridge.

"As far as trends go, this crop of ads was not edgy, but marketers did leverage integrated online components to capitalize on the Super Bowl's broad reach," added Campbell. "And since the Super Bowl is now a bona fide media event, these ads have morphed into post-game website content. In fact, a quarter of our respondents said they will visit a website because of a Super Bowl ad, most to view it again because they thought the ad was funny."

Beer and the Super Bowl go hand in hand, and it's clear that the beverage is also a great match for Super Bowl commercials. Americans credited Budweiser with producing the most innovative Super Bowl ad (Stadium Wave), and Bud Light's Magic Fridge spot was voted the funniest.

Dove also scored with Self Esteem Fund for Girls, the commercial with the most positive influence on the advertiser or its product. And although pizza and sex-appeal are also Super Bowl standard fare, Pizza Hut's Cheesy Bites was most often cited as the commercial that did not strengthen the image of its brand.

"While there was less risk taking than in years past -- we saw a lot of animals and plenty of physical humor there were also fewer outright bombs," added Campbell. "Since the average cost for a 30 second spot during yesterdays game was $2.5 million, smart advertisers maximized the return on their investment with pre-testing. In this situation, pre-testing is a no-brainer since it helps to reduce risk, a major component of any Super Bowl ad buy."

A total of 500 online Americans adults (18+) from across the country were randomly recruited online using InsightExpress patented recruiting methodology, e-RDD. At a 95% confidence level, the surveys margin of error is +/-4.38%.

About InsightExpress
InsightExpress is an acknowledged pioneer of rapid turnaround, high-quality, online marketing research services. With its patented technology, market research expertise, and access to more than 100 million online individuals, InsightExpress enables its clients to easily harness market research to make the right business decision in real-time. The company is headquartered in Stamford, CT, and maintains offices in New York, Los Angeles and San Francisco. InsightExpress is affiliated with General Atlantic LLC. Visit us on the Web at www.insightexpress.com or call 203-406-3233.